Cómo diferenciarse. Otra ruta es posible

The proposed differentiation process ends just where the traditional route begins: Do and Have. However, by first completing two abstract stages (Be and Feel), we can achieve better synergy, consistency, visibility, relevance and much better commercial results. Differentiation is not achieved by adding more features or benefits to the product. This is almost sure to add more cost and organizational complexity and, if these features do not reflect a shared sensation, focus can be lost in the customer¿s mind. You need more than worms to catch the big fish.